Credit: Kekeli K. Blamey
The government of Ghana has announced plans to tap into the lucrative Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism market, which is projected to reach US$1.3 trillion by 2028.
President John Dramani Mahama made the announcement during his State of the Nation Address to Parliament, stating that the government will strategically promote MICE tourism to diversify Ghana’s tourism offerings.
According to President Mahama, Ghana’s safety, security, good business ethics, and transport connectivity in the sub-region make it an ideal destination for international summits, business conventions, and high-profile gatherings.
However, stakeholders have raised concerns about the state of Ghana’s infrastructure, which is crucial for the success of MICE tourism.
The National Theatre has a capacity of 1,500 delegates, while the Accra International Conference Centre (AICC) can host up to 2,500 delegates. Mobile facilities and structures, including the Grand Arena and Fantasy Dome, can host between 3,000 to 5,000 people at full capacity.
In comparison, South Africa boasts a more developed MICE infrastructure, with the Johannesburg Convention-Expo Centre having a capacity of 20,000 people. South Africa alone hosts around 211,000 national, regional, and international MICE events annually.
Despite these challenges, Ghana is determined to tap into the MICE market, which is expected to generate significant revenue. With MICE delegates spending about five times more than regular tourists, Ghana aims to increase its share of the global MICE market.
In 2023, revenue from MICE in the global tourism space reached over US$800 billion, with Africa accounting for only 3.3% of the market share.
The Ghana Tourism Authority has reported that over one million visitors came to Ghana in 2019 for the ‘Year of Return’, but the number of people who specifically came for MICE events was not segmented.
Industry experts believe that Ghana has the potential to become a major player in the MICE market, but it needs to invest in its infrastructure and promote its unique selling points.
“We must leverage our safety, security, good business ethics, and transport connectivity to become the hub for business tourism and MICE destination,” said Kojo Bentum-Williams, a senior expert on communications in Africa at the World Tourism Organisation (UNWTO).
With the global MICE market expected to continue growing, Ghana is poised to take advantage of this lucrative industry and increase its revenue from tourism.
